Abstract:
Purpose – Higher learning institutions (HLIs) need to have quality service facilities to achieve customer
satisfaction and positive word of mouth (WoM). The purpose of this study is to assess customer satisfaction as
a mediator of service facility and WoM in the context of Tanzania’s HLIs.
Design/methodology/approach – A mixed-methods approach was used to achieve the study objectives.
Stratified and simple random sampling techniques were adopted to obtain the names of 201 students in HLIs in
Tanzania. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used to test the
hypotheses.
Findings – The findings show that service facility is significantly associated with both WoM and customer
satisfaction, while the relationship between customer satisfaction and WoM is significant. The study also
found that customer satisfaction mediates the relationship between service facility and WoM.
Practical implications – The practitioners of HLIs can invest in improving service facility. Service quality is
an important component that impacts WoM in HLIs. This is the most important element that impacts students’
satisfaction and WoM in HLIs more than any other element of service quality.
Originality/value – This paper adds to the body of knowledge on the role of customer satisfaction in
mediating the relationship between service facility and WoM in the context of Tanzania’s HLIs. This study also
presents a methodological contribution for a better understanding of the predictors of customer satisfaction in
HLIs from the students’ point of view.
